Velvet Taco tackles brand identity ahead of London launch

The brand wants to be known for its inventive menus and its made-from-scratch tacos.

As Velvet Taco lays the groundwork to launch its first London location in Soho in the spring of 2025, the restaurant has shared its excitement to introduce a new set of tacos that goes beyond conventional Mexican cuisine.

In a quick Q&A session with Clay Dover, president and CEO of Velvet Taco, he shared that the brand was built on the premise that tacos can be influenced by global cuisines, which positions the brand perfectly for expansion in London, a city known for its diverse culinary scene.

QSR Media: What pushed the brand to open its first store in the UK? 

Dover: Velvet Taco was built on the idea that tacos do not have to be limited to Mexican food, but instead, can be influenced by global cuisine from all over the world. With that in mind, guests will always find tacos on our menu inspired by famous dishes from international cultures. We believe the global elements of the Velvet Taco brand naturally lend a hand to global expansion. As an international hub of cultures, we know Londoners will love our tacos, sides, and Boozy Libations as much as our American guests.

How has the brand adapted its concept for the UK market? 

Whilst we can't share specific details on the UK menu just yet, our global menu will seamlessly fit into the London community. For example, our Fish N' Chips taco, which is available across all US restaurants, is sure to be a favourite in the UK. Another fan-favourite in the US that we anticipate being a hit in the UK is our Spicy Tikka Chicken taco, a Velvet Taco take on Chicken Tikka Masala, a UK staple.  

What are the challenges the brand faced while entering the UK market? 

Introducing the brand internationally for the first time required tremendous time and attention to find the right partners, as it was crucial for the Velvet Taco UK team to truly embody our core values. Everything down to the sauces is made from scratch, so the Velvet Taco menu is quite intricate. That’s why it was essential not only to hand-select our UK team but also to partner with top-tier, culinary-driven operators and purveyors who could uphold our standards.

Are there any future unique or new menu offerings that the Brits can expect? 

Absolutely! In contrast to a majority of our US locations, London locals can look forward to the Soho location boasting a full cocktail bar.

What strategies are you using to attract London’s diverse culinary audience? 

We pride ourselves on reimagining global flavours to create a menu full of inventive, scratch-made tacos ever since our opening in Dallas, Texas in 2011. Throughout nearly 50 US locations, we’ve introduced a variety of markets to international flavours that local guests may never have tried before – all in the vehicle of a taco. Our US menus consist of over 20 imaginative taco recipes, unforgettable sidekicks like our Red Curry Coconut Queso and even Weekly Taco Features where we roll out a new taco creation every week of the year. Luckily, we are well-versed in showcasing diverse culinary flavours on our menu, so we’re equipped to strategically engage an audience of Londoners looking for bites from all around the globe!

Are there plans for any region-specific menu items in the UK?

Though we can't share specific menu items at this time, we’re known for our relentless commitment to innovation. In addition to the Fish ‘N Chips and Chicken Tikka Masala which will certainly fit the region, guests in the UK will find that as we open, there will be an abundance of regional ingredient innovation that has become synonymous with Velvet Taco.

What are the plans for the expansion of Velvet Taco in the UK? 

Looking to the future, we’re anticipating additional international expansion in the UK and beyond. While we cannot yet share specific numbers, the UK can look forward to seeing much more of Velvet Taco in the coming years.